Ever the darling of the blogosphere, Twitter has grown at an amazing rate over the past few years and has been adopted by everyone from the Fortune 500 to the revival-stage LeVar Burton. But what exactly is going on in the Twitterverse (sorry for using that terrible term)?
- Internet users (in the US) are 57 times more likely to visit Facebook than Twitter
- Only 8% of American adults who use the Internet are Twitter users.
- Between 2009 and 2012, the number of adults who user Twitter is expected to double (from 18 million in 2009, to 36 million in 2012)
- 7% of male American adults who use the Internet are Twitter users.
- 10% of female American adults who use the Internet are Twitter users.
- Young adults (18-29) are more likely to use Twitter than older adults
- Minority web users (African-Americans and Latinos) are more than twice as likely to use Twitter as are white Internet users.
Behavior on Twitter
We can’t get away from seeing that blue logo on everything from the nightly news to the placemats at the local diner, but what exactly are people doing on Twitter?
- 36% check for Tweets at least once per day.
- 21% never check for Tweets
- 72% post personal updates
- 62% post work-related updates
- 55% share links to news stories
- 54% post general life observations (e.g. “The Metro is slow”)
- 53% Retweet other users
- 52% send direct messages (e.g. “Thank you for the follow, I look forward to your Tweets, please buy my eBook now on using dir msgs to monetize Twitter”)
- 40% share photos
- 28% share videos
- 24% Tweet their location (Le sigh …)
- 37% of Twitter users are more likely to purchase from a brand after becoming a follower
- 33% of Twitter users are more likely to recommend a brand after becoming a follower
A breakdown of personal Tweets by content type:
- 43% are conversational
- 24% are status updates/ritualistic
- 12% are news-related
- 3% are seeking or giving advice
- 1% are self-promotional (Come on, really? This number seems to be missing several hundred zeroes.)
Reasons why consumers interact with brands on Twitter:
- 33% of active Twitter users share opinions about products or companies
- 32% make recommendations about products or companies
- 30% ask for recommendations
- Of those, 43% are sharing news or information about the brand
- 35% are “using” the brand (e.g. “Checking out a demo of @TweetMonetizer. They rule!”)
- 21% are voicing their opinion about the brand
- 1% are conversing directly with the brand
A breakdown of brand/marketer Tweets by content type:
- 75% are general information and news
- 16% are conversing with a consumer
- 6% are showing personality or quirks
- 2% are coupons or sales codes
- 1% are conversing with another brand (Keep your friends close and your enemies closer?)
When people leave – gasp! – Twitter, where are they going?
- 47% click on news
- 10% click on Technology-related content
- 10% click on celebrity/entertainment content
- 6% click on movie-related content
- 4% click on “how-to” and DIY content
- 23% click on “other” types of content (Helpful, isn’t it?)